Sep 19, 2025
For global communication teams, the Nordics are both an opportunity and a challenge. Four small markets, several languages, and different media cultures mean that copy-pasting from headquarters rarely works.
That’s why we at Crux Comms, a strategic communication agency for B2B Tech, have put together a simple Nordic PR playbook for those working globally who need to structure their presence in the Nordics effectively. Here is a summary of the key points from our playbook:
Nordic PR Playbook for B2B Tech
1. First the global, then the local
Global PR starts with a strong foundation. Your global story is the guiding point – it defines who you are, what you stand for, and how you want to be perceived everywhere. Do the following:
Write a clear boilerplate that explains your vision, mission, and category in simple terms.
Ensure that all markets operate from the same core story to avoid contradictions.
Prepare globally tailored messaging and Q&A documents for spokespeople.
2. Use a Nordic hub
A hub model provides efficiency and consistency. One team manages all four markets and ensures the adaptation and rollout of global activities alongside local initiatives. Consider:
A single B2B agency hub can cover Sweden, Norway, Denmark, and Finland under one reporting structure. This is particularly effective in industries like Tech.
Clear coordination makes it easier for global leaders to stay updated and ensure that the same message is used, with local variations.
Shared lessons across markets lead to better results and more targeted campaigns.
3. Adapt, don’t just translate
Literal translations often fail because they miss the context. Nordic journalists expect stories to be linked to their realities.
Replace generic statements with local evidence such as customer cases, Nordic industry references, or region-specific data.
Adapt messages to local conditions (such as sustainability regulations in Norway or data regulations in Finland). Make sure nothing clashes.
Connect with ongoing debates and events (green transformation, digitalization, security).
4. The local feel
Each Nordic country has its own media culture and hot topics. Success depends on understanding these nuances. Remember that some trends span across multiple markets, such as data center development in Sweden and Finland or trade between Norway and Sweden.
Sweden: Business and tech media dominate. Coverage in Dagens Industri or Computer Sweden is a driver of credibility.
Finland: Innovation and finance angles matter. Connect with the startup ecosystem and technology leadership.
Norway: Sustainability and energy are central themes. Position stories around green transition or offshore industries.
Denmark: Strong in shipping, trade, pharmaceuticals, and design. Tie your story to creativity, leadership, and new business models.
An adept B2B communications agency adds nuance while maintaining global adaptation.
5. Common pitfalls to avoid
Many global PR teams fall into predictable traps when approaching the Nordics.
Sending global press releases unchanged, leading to low pickup.
Relying too much on direct translation without local adaptation.
Wrong focus: ignoring trade press or smaller media outlets that actually drive the conversation.
Spreading activities across too many small agencies without central coordination, which dilutes the impact.
Failing to prioritize markets. Sometimes it’s enough to be visible in two out of four depending on where the most important partnerships are.
6. Measure what matters
Proving value is as important as securing coverage. Smart metrics help global teams justify budgets and improve strategy. Therefore, ask your local PR agency to provide:
Data on message reach to see if key themes emerge in coverage.
Share of voice against global and regional competitors.
Insights into quality of coverage – quotes, positioning, and inclusion in longer articles are more important than mere mentions.
Reporting to the global dashboard after KPIs that make the results useful.
Why the Nordics matter for global PR?
The Nordic markets have strong influence in technology, fintech, and sustainability.
Journalists are English-friendly but expect local context.
The media here are reliable, helping to strengthen credibility even beyond the region.
💡 Conclusion: Global PR in the Nordics requires orchestration. Utilize your global foundation, add Nordic adaptations, and complement with local facts and stories. That is why global communication leaders work with a strategic B2B communication agency; to ensure global consistency while delivering Nordic impact.
👉 Do you want the full playbook? Let’s talk.